Pulling round the Red Meat market: Advertising's effect along the value chain

Sarah Carter and Sam Dias

How advertising 1994-7 by the Meat and Livestock Commission supported the red meat market against negative forces (long-term habit changes plus the BSE crisis).
Agency: BMP DDBAuthors: Sarah Carter and Sam Dias

Pulling round the red meat market - Advertising's effects along the value chain

INTRODUCTION

We are all familiar with the way advertising can support or grow brands at the expense of competitor brands. Or even how it can help a brand grow a market.1

This paper is different and we believe unique. There are no brands. Instead we show howadvertising from 1994-1997 supported a market(the red meat market) against enormously powerful competition - not in the form of...

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